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MktgResearchTest2
| Question | Answer |
|---|---|
| validation | process of ascertaining that interview actually were conducted as specified |
| editing | process of ascertaining that questionnaires were filled out properly and completely |
| skip pattern | sequence in which later questions are asked, based on a respondent's answer to an earlier question or questions |
| coding | process of grouping and assigning numeric codes to the various responses to a question |
| data entry | process of converting information to an electronic format |
| intelligent data entry | form of data entry in which the information being entered into the data entry device is checked for internal logic |
| scanning technology | form of data entry in which responses on questionnaires are read in automatically by the data entry device |
| logical or machine cleaning of data | final computerized error check of data |
| error checking routines | computer program that accept instructions from the user to check for logical errors in the data |
| marginal report | computer-generated table of the frequencies of the responses to each questions, used to monitor entry of valid codes and correct use of skip patterns |
| one-way frequency table | table showing the number of respondents choosing each answer to a survey question |
| cross tabulation | examination of the responses to one question relative to the responses to one or more other questions |
| mean | sum of the values for all observations of a variable divided by the number of observations |
| median | value below which 50% of the observations fall |
| mode | value that occurs most frequently |
| central limit theorem | idea that a distribution of a large number of sample means or sample proportions will approximate a normal distribution regardless of the distribution of the population from which they were drawn |
| normal distribution | continuous distribution that is bell-shaped and symmetric about the mean; the mean, median and mode are equal |
| proportional property of the normal distribution | feature that the number of observations falling between the mean and a given number of standard deviations from the mean is the same for all normal distribution |
| standard normal distribution | normal distribution with a mean of zero and a standard deviation of one |
| standard deviation | measure of dispersion calculated by subtracting the mean of the series from each value in a series, squaring each result and taking square root of either value |
| population distribution | frequency distribution of all the elements of a population |
| sample distribution | frequency distribution of all the elements of an individual sample |
| sampling distribution of the mean | theoretical frequency distribution of the means of all possible samples of a given size drawn from a particular population; normally distributed |
| standard error of the mean | standard deviation of a distribution of sample means |
| point estimate | particular estimate of population value |
| interval estimate | interval or range of values within which the true population value is estimated to fall |
| confidence level | probability that a particular interval will include the true population value |
| confidence interval | interval that at the specified confidence level, includes the true population value |
| sampling distribution of the proportion | relative frequency distribution of the sample proportions of many random samples of a given size drawn from a particular population; it is normally distributed |
| allowable sampling error | amount of a sampling error the researcher is willing to accept |
| population standard deviation | standard deviation of a variable for the entire population |
| finite population correction factor (FPC) | adjustment to the required sample size that is made in cases where the sample is expected to be equal to 5% or more of the total population |
| statistical power | probability of not making a type II error |
| sampling | process of obtaining info from a subset of a larger group |
| population | entire group of people about whom information is needed; also called universe or population of interest |
| census | collection of data obtained from or about every member of the population of interest |
| sample | subset of all the members of a population of interest |
| sampling frame | list of population elements from which units to be sampled can be selected or a specified procedure for generating such a list |
| random-digit dialing | method of generating lists of telephone numbers at random |
| probability sample | samples in which every element of the population has a known, nonzero likelihood of selection |
| nonprobability samples | samples in which specific elements from the population have been selected in a a nonrandom manner |
| sample size | the identified and selected population subset for the survey chosen because it represents the entire group |
| population parameter | a value that accurately portrays or typifies a factor of a complete population, such as average age or income |
| sampling error | error that occurs bc the sample selected is not perfectly representative of the population |
| nonsampling error | all erro other than sampling error; also called measurement error |
| simple random sample | probability sample selected by assigning a number to every element of the population and hen using a table of random numbers to select specific elements for inclusion in the sample |
| systematic sampling | probability sampling in which the entire population is numbered and elements are selected using a skip interval |
| stratified sample | probability sample that is forced to be more representative though simple random samplinf of mutually exclusive and exhaustive subsets |
| proportional allocation | sampling in which the number of elements selected from a stratum is directly proportional to the size of the stratum relative to the size of the population |
| disproportional or optimal allocation | sampling in which the number of elements taken from a given stratum is proportional to the relative size of the stratum and the standard deviation of the characteristic under consideration |
| cluster sample | probability sample in which the sampling units are selected from a number of small geographic areas to reduce data collection cost |
| multistage area sampling | geographic areas selected for national or regional surveys in progressively smaller population units such as counties then residential blocks then homes |
| convenience sampling | nonprobability samples based on using people who are easily accessible (friends) |
| judgment samples | nonprobability samples in which the selection criteria are based on the researchers personal judgment about representativeness of the population under study |
| quota sampels | nonprobability samples in which quotas, based on demographic or classification factors selected by the researcher, are established for population subgroups |
| snowball samples | nonprobability samples in which additional respondents are selected based on referrals from initial respondents (cancer) |
| questionnaire | set of questions designed to generate the data necessary to accomplish the objectives of the research project, (aka interview schedule or survey instrument) |
| editing | going through each questionnaire to ensure that skip patterns were followed and the required questions were filled out |
| Skip pattern | sequence in which question are asked based on a a respondent's answer |
| coding | process of grouping and assigned numeric codes to the various responses to a question |
| survey objectives | outline of the decision-making info sought through the questionnaire |
| open-ended question | questions to which the respondent replies in her or his own words |
| dichotomous questions | closed-ended questions that ask you to choose btwn two answers |
| scaled-response questions | closed-ended questions in which the response choices are designed to capture theintensity of the respondent's feeling |
| respondent biasing | leading questions that give away the research goal or sponsor identity |
| respondent's question-answering ability | factors affecting the ability include lack of required info, forgetfulness or incomplete recall ability |
| screeners | questions used to identify appropriate responndents |
| prompters | short encouraging statements to rebuild respondent interest |
| necessary questions | pertain directly to the stated survey objectives or are screeners, interest generators or required transitions |
| approval by managers | managerial review and approval after questionnaire drafting to prevent false starts and expensive later redrafts |
| pretest | trial run of a questionnaire |
| supervisor's instructions | written directions to the field service firm on how to conduct the survey |
| field management companies | firms that provide such support services as questionnaire formatting, screener writing and coordination of data collection |
| questionnaire costs and profitability | factors affecting cots and profits include overestimating, overbidding, incidence rate, roadblocks to completed interviews and premature interview terminations |
| attitude | enduring organization of motivational, emotional, perceptual and cognitive processes w/ respect to some aspect of a person's environment |
| scaling | procedures for assigning numbers to properties of an object in order to impart some numerical characteristics to the properties in question |
| unidimensional scales | scales designed to measure only one attribute of a concept, respondent or object |
| multidimensional scales | scales designed to measure several attributes of a concept, respondent, or object |
| graphic rating scales | measurement scales that include a graphic continuum, anchored by two extremes |
| itemized rating scales | measurement scales in which the respondent selects an answer from a limited number of ordered categories |
| noncomparative scales | measurement scales where judgment is made w/out reference to another object, concept or person |
| rank-order scales | measurement scales in which the respondent compares two or more items and ranks them |
| comparative scales | measurement scales in which one object, concept or person is compared with another on a scale |
| Q-sorting | measurement scales employing a sophisticated form of rank ordering using card sorts |
| paired comparison scales | measurement scales that ask the respondent to pick one of two objects in a set, based on some stated criteria |
| constant sum scales | measurement scales that ask the respondent to divide a given # of points, typically 100 among 2 or more attributes, based on their importance to him or her |
| semantic differential scales | measurement scales that examine the strengths and weaknesses of a concept by ranking it btwn pairs of words to describe it (good, bad) |
| Stapel scales | measurement scales require to rate on a scale ranging from +5 to -5, how closely and in what direction an adjective fits a concept |
| Likert Scales | measurement scales where you specify a level of agreement or disagreement w/ statements expressing either a favorable or unfavorable attitude |
| Purchase intent scales | used to measure a respondent's intention to buy or not buy a product |
| Net Promoter Score (NPS) | begins w/ a 10 pt scale on likelihood to recommend. Next, the differences btwn promoters and dissuaders is computed |
| balanced scales | measurement scales that have the same number of positive and negative categories |
| nonbalanced scales | measurement scales that are weighted toward one end or the other of the scale |
| determinant attitudes | those consumer attitudes most closely related to preferences or to actual purchase decisions |
Created by:
kristin005
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